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which will create a favorable opinion of people onekoj organization, institution or individual.

Canfield: Public relations are a special
management philosophy
, Expressed in
policies and practices
, which is based on
outreach
In order to ensure mutual
understanding and dobrevolje
.

Spasic: Public relations can have
three objectives:

First

Changing public opinion

Second

Creating the reviews where it was not

3rd

Fixing already created public opinion

Grunig and Hunt: Public relations
management of communication

between an organization and its public.

definition
: Public relations, in a strategic context, are
system creating a favorable opinion
on
an organization to the public.

Activity of public relations:

set of activities

organization, directed against certain
public audiences
, Radipridobijanja trust, goodwill and creating a favorable opinion on the organization as a member of the community.

Public relations can be seen as:

First

profession

Second

process

3rd

Communication with the public

4th

practice

The development of science, technology and means of communication have enabled rapid
informing

svimpromenama people on the environment, and information about the events surrounding the organization.

The purpose of monitoring changes in the environment to avoid unpleasant surprises and ensure odbranaorganizacije the events occurred. One of the main tasks of public relations is pripremanjeinformativnih and educational programs, which should contribute to a better understanding of employees zaodređene situation, caused by the changes, and rapid adaptation to the new situation of the organization.